Mike ButcherEditor, TechCrunch Europehttp://eu.techcrunch.com/aboutmikebutcher@techcrunch.com@mikebutcherLinkedin.com/in/mikebutcherFacebook.com/mikebutcher

News is a Purple Cow

Conversations usually beat press releases

Negotiate before you shoot

Don’t be a leechBe part of the

community

Want to join in? Network.

Conferences are not news

The content might be

Be a great contact

Be a cool blogger

Should you hire a PR firm? Maybe.

Please pitch like a human

Understand who you are talking to

The media likes CEOs

One company in a space is not (generally)

a story

Don’t be annoyed if you don’t get coverage

So What IS a Story?

• Competitive/Drama: “X will Kill Z”

So What IS a Story?

• Competitive/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”

So What IS a Story?

• Competitive/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the world”

So What IS a Story?

• Competitive/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the world”• Evolution: “Startup Y is like the X for Z”

So What IS a Story?

• Competitive/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the world”• Evolution: “Startup Y is like the X for Z”• Success: “Awesome Y created!”

So What IS a Story?

• Competitive/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the world”• Evolution: “Startup Y is like the X for Z”• Success: “Awesome Y created!”• Failure: “Company X dying/screwed up”

So What IS a Story?

• Competitive/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the world”• Evolution: “Startup Y is like the X for Z”• Success: “Awesome Y created!”• Failure: “Company X dying/screwed up”• You are The Story: “Kid creates FB”

To Summarize

• Know Who To Contact• Create Relationships Before The Pitch• Networking and creating buzz will help,

before you pitch• Have a unique story• Personalize the pitch• Lay out the benefit for MY readers

DON’T!

• Be insulting• Give me your whole life story• Send 100 bloggers the same email• Don’t send me the same pitch multiple

times – come up with news angles

DON’T!

• Don’t try PR just for your ego• Don’t be vague: Identify what you want

covered• Don’t be the crazy lone person: Go to

events with a ‘wing’ person. Don’t approach people right off stage, they won’t remember you.

TechHub: Connect to

London

TechHub: €428 a *year*Conferences: €500+ a day

TechHub.com / @TechHub

Yes, but how do I get on TechCrunch.com?

Mike ButcherEditor, TechCrunch Europehttp://eu.techcrunch.com/aboutmikebutcher@techcrunch.com@mikebutcherLinkedin.com/in/mikebutcherFacebook.com/mikebutcher